Toyota’s new Venza crossover isn’t even in car magazines yet, but with the help from the aftermarket it should be thrust front and center into the spotlight. That’s because Toyota has let to companies, Street Image and Five Axis, loose on their all-new baby.

The companies will both show their interpratations on what an ideal Venza should look like. Both of the cars will then head over to the SEMA show for some much needed exposure. The show took place November 4th-7th and was host to a record crowd this year.

Five Axis has prepared a winter sports theme for it’s Venza. Equipped with such features as an integrated cargo carrier that pulls out from below the tailgate to transport skis, bicycles and other gear, the Five Axis Venza is ready for a winter wonderland. The Five Axis also has new front and rear bumpers and wheel arches and a set of 20-inch wheels and tires (which should do great on that snow….).

The aptly named SportLux Venza from Street Image goes for a more premium look with rich black and burgundy leather inside, a premium navigation system, and high-end audio hardware. The SportLux also receives upgraded brakes and suspension, as well as a few additional ponies under the hood.

Toyota is taking Hyundai’s lead into the aftermarket-marketing (new word?) world to get some much needed exposure for it’s more exiting new models. By getting to the core of enthusiast buyers, Toyota will make sure it can optimally place it’s newest crossover in the ever-changing car market.